In this digital era of IWWIWWIWI (I want what I want when I want it), one of the toughest challenges restaurant owners face is pulling guests off their phones, through the restaurant doors, and up to a table—and then getting them to do it again and again. Today, consumers have more options than ever for dining in, take out, on-the-go ordering, and at-your-door delivery, so how can restaurants compete? By creating an unbeatable in-restaurant experience.
More companies are realizing that providing standout service and a memorable experience makes great business sense. In fact, this AmEx survey reports that seven in 10 U.S. consumers say they’ve spent more money with businesses that deliver great service. And in a textual analysis of almost 332,000 online restaurant reviews for 1,300+ restaurant locations, “service” was the keyword mentioned most.
What’s more, it turns out that just one negative experience can have a significant impact on business. NewVoiceMedia reported that businesses lost $75+ billion in 2018 due to poor customer service—a $13 billion increase since 2016. On the flip side, this report suggests that even a moderate increase in customer experience can generate a revenue increase, averaging a gain of up to $775 million over 3 years for companies with $1 billion in annual revenues.
Realistically, most restaurants don’t generate $1 billion annually in revenue, but this principle holds true: improving the customer’s experience, even a little, can mean more in-restaurant guests and an increase to the bottom line.
This restaurant customer experience survey found that guests want five things from restaurants: to engage, empower, hear, delight, and know them. But how can restaurants forge a meaningful customer experience? They can start with four simple ideas that offer guests what they want and create an engaging experience that keeps them coming back.
As restaurateur and tech company co-founder David Joseph shared: “A restaurateur once said to me, ‘The most expensive seat in a restaurant is the empty one, because it’s costing you’.”
How can restaurants fill empty seats? By creating an in-restaurant experience that gives guests what they want—a culinary experience that’s simply unforgettable.
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